PUMA(R) announced today it will host the ‘Africa Unity Experience’ in Paris from May 28-29 as the brand’s kick-off for World Cup(TM). Three PUMA-sponsored African Federations-Cameroon, Ivory Coast and Ghana-will participate in a series of high impact ‘Unity’ events to generate fan support, build consumer engagement in advance of South Africa and raise funds and awareness for the United Nations Environment Programme (UNEP) and PUMA’s 2010 International Year of Biodiversity project ‘Play For Life’. PUMA is the proud sponsor of seven football teams qualified for the World Cup 2010(TM), four of which hail from Africa.

One of the most visible activities taking place during Africa Unity Experience is the Africa Unity Exhibition Game on Friday, May 28 at 18:00, where players from the Cameroon, Ghana and Ivory Coast Federations will participate in an exhibition match in front of a capacity crowd at the Stade Michel Hidalgo in Saint-Gratien outside Paris. PUMA’s breakthrough Africa Unity Kit-the first-ever continental kit, designed to be worn as a third uniform for PUMA’s 13 African football teams-will be showcased throughout the Africa Unity Exhibition Game.

PUMA will kick off the game with a ‘Play For Life’ Fundraising Parcour incorporating some of Africa’s most renowned players including Cameroon captain Samuel Eto’o. Each skills rotation will feature a real-time fundraising mechanic, determining PUMA’s parcour donation for UNEP’s 2010 International Year of Biodiversity. The better they perform, the more money the players will generate to help support biodiversity programs in Africa.

The Africa Unity Experience then culminates in a free concert sponsored by PUMA and curated by Africa Express on Friday, May 28 at 19:30 at La Cigale in the 18th arrondisement. Africa Express is a collective of African and Western musicians with the mission to bring African music to a wider audience. Musicians from across Africa have been invited to represent their national African football team, underscoring the Unity message. Along with collaborations and special guests, the headliners include Tiken Jah Fakoly (Ivory Coast), M3NSA and M.ANIFEST (Ghana), Les Nubians (Cameroon) and Amazigh Kateb (Algeria). Additionally, PUMA footballers and Hollywood actor Djimon Hounsou will make a special appearance during the concert.

“We’re excited to host the Africa Unity Experience-PUMA’s official send-off to the African teams who are World Cup(TM) bound,” said Jochen Zeitz, Chairman and CEO, PUMA AG. “It is through events like these that PUMA’s positioning as a sportlifestyle brand really comes to life. It represents the perfect marriage of sport and music and culture, bringing the Unity message into focus. With our partner UNEP, and with the full support of the African Football Federations, we hope to raise awareness and interest in the topic of biodiversity through our activities during Africa Unity Experience event.”

On Saturday, May 29, the activities conclude with the PUMA-Intersport Africa Unity Experience Camp, where winners from an Intersport consumer contest will have a chance to go toe-to-toe with current PUMA players and African football legends such as Roger Milla and Tony Yeboah, in a series of skills challenges. These exciting fan engagement opportunities-part football, part festival, all PUMA-will create a truly inclusive and memorable experience.

The Algeria Football Federation, the fourth PUMA Africa team that qualified for World Cup(TM), will not be present for the Africa Unity Experience, as their training will take place May 31-June 4 in Herzogenaurach Germany, the location of PUMA’s world headquarters. PUMA will recognize the Desert Foxes in absentia during the Africa Unity Experience with customized retail promotions, a consumer contest, dedicated music performances by Algerian artists during the May 28th concert and pre-recorded fan messages delivered by members of the football squad that will air during the Africa Unity Exhibition Game.

The football teams participating in the Africa Unity Experience will sport PUMA’s Africa Unity Kit, the world’s first continental football kit that was launched in January 2010 and designed to be worn as a third uniform by PUMA’s 13 sponsored African football teams in the run-up to World Cup. To commemorate the Africa Unity Experience and honour PUMA’s heritage in African football, the sportlifestyle company has launched a series of companion Unity products which are available to consumers. A portion of the profits from the sale of the Unity products will be allocated to programs that support biodiversity in Africa, via UNEP’s 2010 International Year of Biodiversity and the ‘Play For Life’ partnership. Replica Unity jerseys will be available online and at retail worldwide beginning May 15th. PUMA Unity t-shirts and shoe “lacelets” designed by artist Kehinde Wiley are also part of the product pack.

In a bid to curb the unprecedented loss of the world’s species due to human activity – at a rate some experts put at 1,000 times the natural progression – the United Nations has marked 2010 as the International Year of Biodiversity. Africa alone is home to some one quarter of the world’s 4,700 mammal species and eight of the world’s 34 biodiversity hotspots are on the continent. But Africa is now facing a massive loss of biodiversity as habitats are becoming threatened by human activity, putting many species in danger of extinction.

For more information about PUMA, please visit http://www.puma.com and http://www.pumafootball.com

PUMA

PUMA is one of the world’s leading Sportlifestyle companies that designs and develops footwear, apparel and accessories. It is committed to working in ways that contribute to the world by supporting Creativity, SAFE Sustainability and Peace, and by staying true to the principles of being Fair, Honest, Positive and Creative in decisions made and actions taken. PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such as Football, Running, Motorsports, Golf and Sailing. Sport Fashion features collaborations with renowned designer labels such as Alexander McQueen, Mihara Yasuhiro and Sergio Rossi. The PUMA Group owns the brands PUMA, Cobra Golf and Tretorn. The company, which was founded in 1948, distributes ist products in more than 120 countries, employs more than 9,000 people worldwide and has headquarters in Herzogenaurach/Germany, Boston, London and Hong Kong. For more information, please visit http://www.puma.com

UNEP

The United Nations Environment Programme (UNEP) is the voice for the environment in the UN system. Established in 1972, UNEP’s mission is to provide leadership and encourage partnership in caring for the environment by inspiring, informing, and enabling nations and peoples to improve their quality of life without compromising that of future generations. UNEP is an advocate, educator, catalyst and facilitator promoting the wise use of the planet’s natural assets for sustainable development. It works with many partners, UN entities, international organizations, national governments, non-governmental organizations, business, industry, the media and civil society. UNEP’s work involves providing support for: environmental assessment and reporting; legal and institutional strengthening and environmental policy development; sustainable use and management of natural resources; integration of economic development and environmental protection; and promoting public participation in environmental management.

International Year of Biodiversity

In a bid to curb the unprecedented loss of the world’s species due to human activity – at a rate some experts put at 1,000 times the natural progression – the United Nations is marking 2010 as the International Year of Biodiversity, with a slew of events highlighting the vital role the phenomenon plays in maintaining the life support system on Planet Earth.

The Red Dot Award: Product Design is one of the largest and most renowned design competitions worldwide and is an internationally recognised quality label for excellent design. The jury rated PUMA’s PowerCat 1.10 products against a number of key criteria including design quality, degree of innovation, longevity and ecological compatibility.

“These products are designed to help players compete for honours on the pitch, so it’s great that they’ve been recognised for excellence off it too,” said Filip Trulsson, Senior Manager, International Teamsport Business Unit at PUMA. “This is a great acclaim to the superb efforts across design, development and product line management, and we’re delighted.”

The PowerCat collection was introduced in February 2010, ahead of the 2010 FIFA World Cup™. This year, when the world sets its sights on South Africa, PUMA will have enjoyed more than a decade of close partnership and collaboration with African football federations, currently being the official supplier of no less than twelve African National Teams, including Cameroon, Ivory Coast, Algeria and Ghana – all of which are participating in the 2010 World Cup in South Africa.

Other PUMA teams participating in the 2010 World Cup in South Africa includes reigning champions Italy along with Uruguay and Switzerland.

PowerCat 1.10 Footwear
The PowerCat 1.10 Boot uses PUMA 3D Power Shooting Technology which delivers unique rebound properties. The Springtech foam in the shark-like gills on the side of the boot are engineered to enhance every shot by putting extra power behind the ball as it catapults off the shoe. This means the boot intentionally does not absorb the typical amount of energy upon impact with the ball, allowing more power to be released with every shot.

The kicking area is made of a soft, thin leather and a synthetic microfiber around the quarter area, keeping the boot lightweight and easy to perform in. The bladed studs are configured to ensure smooth ground penetration and pressure distribution as well as maximum traction and maneuverability.

PowerCat 1.10 Ball
The PowerCat 1.10 Ball is the latest innovation from PUMA’s award winning design and development Equipment team. The ball has been in testing for the past six months with Sheffield University, as well as three select top division teams in Europe. The ball excels in flight characteristics, shape and anti-absorption properties, as well as the all-important ‘touch and feel’ experience.

The Italy Home Shirt
Staying true to tradition, the colors of the home kit is Italy’s classic azzure blue with white details. The shirt features a unique body fit and ‘battle skin’ graphic, designed only for the Italy team to wear during the World Cup.

The unique star-shaped collar on the shirt pays homage to Italy’s four World Cup titles as do the four stars on the official FIGC logo on the left chest. A leaping PUMA Cat logo on the right chest is prominently displayed. The design of the jersey reflects PUMA’s sportlifestyle positioning and the dynamic and modern character of the Azzuri. The new Italy kit puts emphasis on courage, engineered performance features and a distinct articulation of raw football power.

The POWER technology in each jersey was constructed using 3D Motion Analysis, a scientific technique that captures and quantifies human movement. This movement data is incorporated into the design of the jersey to ensure each player uses minimal force and energy with every upper body movement. The jersey also uses an engineered mesh, or ‘battle skin’, that enhances breathability, giving players more comfort and freedom of movement. The collar and arms feature power cutlines, giving the jersey a striking look emphasizing the strength of the chest and arms.

The Red Dot Award: Product Design was presented to PUMA at a ceremony in Essen, Germany on March 2nd, 2010. All winners of the award can use the Red Dot logo on packaging and marketing materials. The award-winning products are put on display before an international public in the Red Dot design museum on the premises of the ‘Zeche Zollverein’ World Cultural Heritage Site in Essen, Germany.

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For more information visit: www.pumafootballpresskit.com.

Media Contact:

Sara Gottman, International PR, PUMA

+617.488.2914

sara.gottman@puma.com

Kevin Gannon Edelman
+44 7968 697 033
Kevin.gannon@edelman.com

PUMA

PUMA is one of the world’s leading sportlifestyle companies that designs and develops footwear, apparel and accessories. It is committed to working in ways that contribute to the world by supporting Creativity, SAFE Sustainability and Peace, and by staying true to the values of being Fair, Honest, Positive and Creative in decisions made and actions taken. PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such as Football, Running, Motorsports, Golf and Sailing. The Black label features collaborations with renowned designers such as Alexander McQueen, Yasuhiro Mihara and Sergio Rossi. The PUMA Group owns the brands PUMA and Tretorn. The company, which was founded in 1948, distributes its products in more than 120 countries, employs more than 9,000 people worldwide and has headquarters in Herzogenaurach/Germany, Boston, London and Hong Kong. For more information, please visit www.puma.com.